“Emphasis on Localization and Regulatory Support”
- The Europe Stevia Market is experiencing a strong push towards localization of production and sourcing. Governments and local enterprises are increasingly supporting the cultivation and processing of Stevia through favorable policies, subsidies, and R&D funding to reduce import dependency and stimulate rural economies.
- There is rising demand for clean-label and sugar-reduction products in countries like Germany, U.K., France. This has led to increased formulation of Stevia in beverages, bakery, and dairy sectors, tailored to local flavor preferences and dietary patterns.
- Market players are focusing on integrating Stevia with other natural sweeteners like monk fruit or erythritol for better taste profiles, addressing the sweetness lag and aftertaste associated with Stevia.
- Technological advancements in extraction and purification techniques, such as enzymatic bioconversion and fermentation-derived Steviol glycosides, are gaining traction across the region for cost-effectiveness and environmental sustainability.
- Strategic collaborations and joint ventures between global firms and European manufacturers are on the rise to enhance regional supply chain resilience and boost product innovation.
- For instance, In June 2024, the UK government approved PureCircle by Ingredion’s bioconversion-derived steviol glycosides, including Reb D and Reb M. This regulatory advancement enables local food and beverage manufacturers to utilize these high-purity sweeteners, promoting product localization and reducing reliance on imports.
